Griffin International is one of the country’s major manufacturers, suppliers and distributors of consumer electronics and other products for the retail industry. Retail customers include Best Buy, Target, Wal-Mart, etc. Griffin operates as two separate companies, but both are under the corporate umbrella. Griffin International (GI) is the rep side of the business; Griffin Marketing and Promotions (GM&P) is the balance of the business.The company’s Business Strategy focused on becoming a valued asset between top global manufacturers and national retailers. The vision was to re-define retailing for the 21st century by innovating new products, being direct with factories in China, and providing exceptional service to constituents.We led a cross-functional team and their agency in developing a Brand Strategy that would build a strong relationship with target customers. Because the Griffin organization serves multiple constituencies – consumers, retailers, manufacturers – we began by identifying the target customer, and insights into their underlying needs and motivations. We then identified how customers currently relate to Griffin and competitive Reps, Gaming Companies and Consumer Electronics Manufacturers. Lastly we agreed on how we wanted the brand to evolve in the future, and created an emotional Brand Promise that was compelling, believable and distinct to drive growth consistent with their Business Strategy.